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SS15-ORDER FORM.xlsx

SS15-PRODUCTION CALENDAR.xlsx

SS15-COSTING SHEET.xlsx

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www.theseminalbrand.com

Below is what we had to do to come to the above.

Brand Name: seminal® (formerly The Seminal Brand®)

Incorporated Business Name: The Seminal Garment Company Inc.

Location: North America

Year Established: 2013

Products Offered: Socks, Underwear, First Layers, Pants, Shorts, Tank Tops, Basic Tees, Graphic Tees, Cut/Sew Tees, L/S Tees, Henleys, Baseball Shirts, Sports Tops, Crew Neck Sweatshirts, Basic Hoodies, Cut/Sew Hoodies, Jackets, Technical Outwear, Hats, Beanies, Wallets, Bags, Luggage, Key Chains, Device Cases, Stickers, Sunglasses, Other Accessories.

Targeted Demographic: Middle class, urban-dwelling males 25-38 y/o

Key Point of Difference: the core of seminal product is functional or weather resistant, with appeal to the more sophisticated streetwear consumer.

About seminal:

seminal is smart men’s apparel inspired by functional quality, timeless design, and freedom of expression. We uniquely position ourselves by offering functional designer product with distinct character for the urban environment. Available at an attainable price for retailers and consumers.

seminal is proudly rooted on the Pacific North West where products are tested in a variety of coastal conditions.

seminal, SMNL, and The Seminal Brand have trademark applications filed in USA, Canada, and China with no claimed disputes in the last 6 months.

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Evolution of our brand ID

First Hangtag

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"Heritage" logo on a hangtag

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Instagram Posts - "EXPLORE URBAN" Promting city dwellers to get outside and explore their habitat with seminal.
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First Graphic Tees

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American Psycho (very first product designed)

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Heritage Logo Tee

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MOOSE JOCKEY - Front

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MOOSE JOCKEY - Back

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HOMMAGE TO THE HOMELAND seminal® | URBAN TECHNICAL APPAREL | S.O.B. - F.C. - image 21 - student project

More graphic tees

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Premium Zip Hoods seminal® | URBAN TECHNICAL APPAREL | S.O.B. - F.C. - image 23 - student project

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"Oh Canada" Camp Hat

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F.T.W. Crew

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Mini Capsule "MLB"

Exposéh Capsule - July 2013

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Wahoo Capsule - June 2013

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Merchandizing composites for social media.

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Due to issues with scale reduction and similarities with other brands, we decided to change/simplify our name and logos.

Progress below

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First logos - Labels

- problems with reduction identified.

- similarities with our abreviated SMNL. logo and ONLY. identified - TIME FOR CHANGE!

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New Direction for our brand begins here

Competitve market branding research:

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Sketches based on logo research and tuned direction:

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New direction selected and taken into phase 3!

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evolving more..

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Extra Credit: New Logo reduces well.

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seminal® 2013 Branding Guidelines/Style Guide

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Label Design

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Hangtags

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Left:
standard seminal hangtag (all products)

Right:
additional seminal RESEARCH PROJECTS™ hangtag (explained below).

We are implamenting new new segment to seminal labelled RESEARCH PROJECTS™ - this will take up 3-5% of the line and will consist of products made from extensive research using developed fabrics, innovative construction & design, and in-house prototyping.

These products will be produced locally, here in Vancouver. RESEARCH PROJECTS™ will most likely be available in higher-end, exclusive retail outlets. The purpose of RESEARCH PROJECTS™ is to always innovate, create, and provide a trickle-down factor of our research into our inline ranges.

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Fall Winter 14/15 (Q4/Q1)
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A page from the product marketing brief explaining our range plan

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Consumer Profile (a page from the business plan)

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Moodboard seminal® | URBAN TECHNICAL APPAREL | S.O.B. - F.C. - image 59 - student project

seminal® Standard Issue Camo

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FW 14/15 Initial Cads

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>>> A watered down version of the tech pack for the 7001 Tech Jacket

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FW 14/15 | Samples

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We developed our own camo on a variety of fabrics and put it everywhere.

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Like a gggglove

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U.S.EH 5-Panel Camp Hats (Adult fit)

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FW15 Basics Preview: "Fight Like a Brave"

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August "Scrappy" Capsule

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Pre-production mock-ups

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Finished Product

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Hidden print on the "Scrappy" stuff seminal® | URBAN TECHNICAL APPAREL | S.O.B. - F.C. - image 112 - student project

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A quick last minute product drop to mess with another local brand :)

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New Capsule in the works "SEMINAL EXPLORATION SOCIETY"
Preliminary Designs
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New Capsule Ideas
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A-Students working for D-Students
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Web Site Design

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Truck seminal Standard Issue™ urban camo base wrap - before new brand update

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Truck after new brand update

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seminal studio in Vancouver.

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Extra Credit - Adaptability Test.

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Click to view the extra credit video of people from around the world saying "seminal"

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Thanks for seeing it through to the bottom!

- Travis B. / @MadSeminal

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Travis Bothner

seminal® | Owner/Designer

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